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  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

Sunny Experiences

October 9, 2013
Anya Hindmarch's London Fashion Week Show
Anya Hindmarch's London Fashion Week Show

Handbag designer Anya Hindmarch sent models flying down the runway at London Fashion Week on September 16. Called “Out of This World,” the spring/summer show had a segment that took place against a dark backdrop littered with glowing stars. Rotating planets were strung overhead, and the otherworldly vibe was sealed with models in harnesses floating above the runway.

Photo: David M. Benett
The Maker Faire
The Maker Faire

About 75,000 people turned out for the Maker Faire at the New York Hall of Science in Queens last weekend. The two-day festival of tech exhibits, hands-on installations, and more included a performance of choreographed fountains made from Mentos dropped into Coke Zero bottles.

Photo: Becca Henry
'Variety' and British Airways A380 Launch and 10 Brits to Watch Reception
'Variety' and British Airways A380 Launch and 10 Brits to Watch Reception

The Variety and British Airways bash took over a West Hollywood mansion currently listed on the market at $28.8 million on September 25. The event's official hashtag decorated the windshields of two posh cars parked near the arrivals area.

Photo: Jonathan Leibson/Getty Images for Variety
New York City Opera's 'Anna Nicole' Opening Night Party
New York City Opera's 'Anna Nicole' Opening Night Party

On September 17 at the Brooklyn Academy of Music, the New York City Opera staged the United States premiere of the opera Anna Nicole. At the after-party, Great Performances decorated the dessert table to look like a boudoir. The menu was written on mirrors in red lipstick, jewelry boxes and glass jars overflowed with candy, and Lucite displays held cones of pink cotton candy.

Photo: Elena Olivo
AOL Programmatic Upfront
AOL Programmatic Upfront

Kicking off Advertising Week in New York on September 23, AOL debuted an event that it called a “programmatic upfront." A giant white billboard on Skylight West plastered one of the event's themes—“It's Time"—in massive type. The campaign tagline was also incorporated through various aspects of the event design, including drink stirrers and catering trays.

Photo:Nadia Chaudhury/BizBash
The New York City Ballet Gala
The New York City Ballet Gala

The New York City Ballet gala took over Lincoln Center on September 19. Designed by Bronson van Wyck, the decor included overhead replicas of hot-air balloons in cheery hues of red and white. Inspired by the notion of an early 20th-century party at the Grand Palais in Paris, the balloons were filled with 6,000 cubic feet of helium and were tied to the balcony rings with gold cording. The abundance of helium helped the balloons appear to hover magically above the crowd.

Photo: Julie Skaratt
Mount Sinai Hospital Auxiliary's 60th Birthday Bash
Mount Sinai Hospital Auxiliary's 60th Birthday Bash

The Mount Sinai Hospital Auxiliary members hosted the 60th Birthday Bash fund-raiser September 22 at the Ritz-Carlton Toronto. In the ballroom, a showcase was dedicated to 1950s gala fashions worn by prior auxiliary members.

Photo: Tom Sandler
L'Eat Catering's Late-Night Snacks
L'Eat Catering's Late-Night Snacks

Caterers are getting more and more creative with late-night snacks. Case in point: these French toast sticks with bourbon-infused maple syrup and blueberry thyme jam from L-Eat Catering in Toronto.

Photo: Emma Mcintyre for BizBash
Manjar's Edible Instagram Posts
Manjar's Edible Instagram Posts

Sweets tables are also seeing more innovative offerings. For example, send a few favorite photos to Texas-based Manjar (Spanish for “delicacy”), and the bakery can turn them into edible Instagram posts for you, as well as create sugar cookies frosted to look like the popular social media company’s camera icon.

Photo: Courtesy of Manjar
The Godiva Truffle Takeoff Tour
The Godiva Truffle Takeoff Tour

The Godiva Truffle Takeoff Tour is introducing truffle flights, which package six truffles along a similar theme. At the New York kickoff September 17 at Gansevoort Plaza, passersby could sample truffles and pose for photos in front of six tableaux. Playing off of the campaign tagline of “every truffle tells a story,” the tongue-in-cheek scenes included a sports-theme “It's Crunch Time” backdrop in which people could lift dumbbells that had giant nut truffles in place of weights.

Photo: Nadia Chaudhury/BizBash
Latest in Experiential Marketing, Activations & Sponsorships
During the experience, guests traveled from the red clay fields of Jalisco to the heart of a modern Mexican celebration.
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See Inside This High-Tech, Multisensory Experience from Don Julio
Part guided tasting, part interactive art experience, the latest activation from the spirits brand immersed guests into the culture of the popular tequila.
During the experience, guests traveled from the red clay fields of Jalisco to the heart of a modern Mexican celebration.
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This Event Turned Home Decor Into a Celebration of Latinas' Life Moments
Walmart and Apartment Therapy teamed up to celebrate the Becky G & Alejandra home collection—while also spotlighting the often-overlooked personal milestones of Latina creators.
The 'Mainstays Mujeres' event, which drew 32 Latina content creators, transformed a private residence in Venice, Calif. on May 30.
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Gov Ball 2025: 25+ Eye-Catching Brand Activations From the NYC Music Festival
The annual music festival featured sponsorship firsts and lots of colorful experiences from brands like Kiehl's, 7-Eleven, and Coca-Cola.
It included an iconic cassette tape photo backdrop.
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Summer Lovin': See How These Brands Celebrated Romance
From prebiotic soda to laundry appliances, brands are cashing in on the feel-good vibes of coupledom.
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Brands Are Backing Out of This Year's Pride Events—But Some Are Stepping Up
Facing political pressure, some companies are cutting back on public and financial support for LGBTQIA+ events, while others remain strong.
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Netflix Rebuilds a Bookstore for 'YOU' Fan Experience—See Inside Joe Goldberg's Twisted Reality
The streaming service tapped longtime agency partner Invisible North to transform a blank-canvas venue in New York into Mooney’s Bookstore—creepy cage and all.
The YOU event took place April 22 and 23 in a completely transformed, 5,000-square-foot space located at 489 Broome St., just ahead of the release of season five, the final season of the beloved show.
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Get a Peek Inside These Star-Studded Beauty Events
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Inside Motorola’s Bold, Multisensory Razr Launch Event
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